在广告创作实践中,笔者摸索发现:在平面广告创意与汉语修辞之间存在着某些令人兴奋的契合点。不少广告的平面构图及主题表现采用与修辞相类似的形式,都取得了相当的成功,而且循着辞格的规律性,也能让捉摸不定的创意获得一些颇具操作性的思路,从而有助于提高广告创作的水平。下 In the practice of advertising creation, the author explored and found out that there are some exciting points of connection between print advertising ideas and Chinese rhetoric. Many of the advertising’s graphic compositions and thematic expressions are similar to rhetoric, and they have all achieved considerable success. And following the rhythm’s regularity, they can also allow intractable ideas to gain some practical ideas. Helps improve the level of creative advertising. under